Like many great stories, this one begins with two old mates, plenty of ideas, and more than a few cold drinks.

In 2017, two great mates, Chris “Squid” Bradley and Nigel Hobbs, met with Heidi Farren over a coffee at a café in Arrowtown. By the time the coffees were finished, the three had decided to go into business together with one simple ambition:

To create the best wine tour in the world.

Like many start-ups, we called on our friends, industry contacts and supporters, built a small team, and launched with just two vans and one wine tour. We all mucked in, wore multiple hats, and did whatever was needed to get the business off the ground.

From day one, we became obsessed with the details. We believed it was the smallest touches that created the biggest memories. That thinking evolved into a philosophy that still guides every decision we make today:

Personalise the ordinary. Systemise the extraordinary.

After plenty of trial and error, we created what quickly became Queenstown’s highest-rated wine tour. In 2021, that journey was recognised when we were awarded the title of World’s Best Wine Tour confirmation that our relentless focus on the customer experience was paying off.

Very early on, we also made ourselves a promise:

If we can’t create an experience that is uniquely ours, we won’t operate it.

That commitment continues to shape every product we develop today.

As demand grew, so did our ambitions. We expanded into scenic experiences through Glenorchy and Paradise, premium private touring, and small-group sightseeing experiences throughout the Queenstown region. It was during this period that our philosophy of “Small Group. Big Adventure.” was born.

In 2019, we acquired the legendary Milford Sound BBQ Bus—a much-loved experience that had delighted visitors for more than 25 years. This gave us the opportunity to bring our unique style of touring to one of New Zealand’s most iconic destinations: Fiordland.

Over the following years, we invested heavily in our people, our fleet, and our products. We developed our own internal training programmes, including Altitude Wine and Beer Accreditation, ensuring every guide possesses both exceptional local knowledge and the confidence to deliver memorable experiences.

Today, Altitude Tours operates premium small-group experiences throughout the Queenstown Lakes and Fiordland regions. Our modern fleet, passionate local guides, and relentless focus on customer experience have earned us thousands of five-star reviews from travellers around the world.

One of our proudest moments came in 2025, when our Milford Sound Experience was recognised by Tripadvisor as one of the Top 20 Experiences in the World.

As Altitude Tours continued to grow, so did our vision. New tourism brands and businesses were added, and in 2024 we established the Tourism Innovation Group (TIG)—our parent company dedicated to creating, acquiring, and operating some of New Zealand’s most innovative tourism experiences.

Today, TIG is home to brands including Altitude Tours, BLACK, Fiordland Tours, and Tussock Ridge, with one common purpose—to create remarkable tourism experiences that guests genuinely love.

While our business has grown significantly, our purpose remains unchanged.

Our Vision

To create and operate the world’s best day tours.

Our Mission

To deliver unforgettable, sustainable, premium New Zealand experiences that connect visitors with extraordinary places and local communities through authentic, small-group adventures.

Our Values

Keep It Real | Kia Pono, Kia Tūturu

We lead with integrity, honesty and authenticity. What you see is what you get.

Sweat the Small Stuff | He Hua Iti, He Hua Nui

It’s the smallest details, executed brilliantly, that create extraordinary experiences.

Love Our Place | Manaakitia i Tō Tātou Taiao

We care deeply for our environment, our communities and future generations.

Make It Personal | Whakawhanaungatanga

We personalise the ordinary and systemise the extraordinary.

Brave the Future | Kia Māia, Kia Auaha

We challenge convention, embrace innovation and continually look for better ways forward.

Better Together | Kotahitanga

We succeed as one team, support one another, celebrate together and create an environment where everyone belongs.